CUSTOMER DRIVEN MARKETING STRATEGY

objectives Customer driven marketing strategy Market segmentation Market targeting Differentiation and positioning

Designing a customer driven marketing strategy

Market segmentation Segmentation:

Market segmentation

Geographic Segmentation Region Countries Cities Neighbourhoods Geographic Segmentation

Geographic Segmentation

Demographic Segmentation

Psychographic segmentation:

Behavioral Segmentation: Factors to consider: Occasions Benefits sought User status User rate Loyalty status

Market segmentation

targeting

Mass Marketing-Same thing for everyone

Differentiated marketing-different things for different people

Niche marketing-special things for special people

MICRO-marketing-customized options Local or Individual marketing: Involves tailoring products and marketing programs to the needs and preferences of individual customers. Also known as: One-to-one marketing Mass customization Markets-of-one marketing

POSITIONING Product position is the way the product is defined by consumers on important attributes. - the place the product occupies in consumer’s mind relative to competing products - perceptions, impressions, feelings

POSITIONING MAPS Positioning maps show consumer perceptions of their brands versus competing products on important dimensions.

Selecting an Overall Positioning Strategy